Diffusion of Innovations

Everett Rogers, a sociologist, proposed the Diffusion of Innovation Theory in 1962 to outline the process of technology and other innovations. This theory helps us understand why particular innovations, such as social media, spread within a very short period of time, why some people are more willing to adopt them faster while others are a bit slower, and why others do not even wish to adopt them in the first place.

Sociocultural web-based applications, such as Facebook, Twitter, and Instagram, rapidly grow within societies since they emphasize user needs, such as the need to connect, be entertained, and access information. The revolutionary nature of early technologies meant that the average early adopter, fond of innovation, immediately saw their usefulness and adopted them into their everyday routines. They influenced their friends who did not participate in the adoption campaign by using new programs that people found interesting, fun, and valuable. For instance, users could network with relatives and friends living far away from them, send pictures easily, and receive updates about news as it happens.

However, not all consumers quickly adopt the innovation. Late adopters or non-adopters might suffer from East Central or did not see any need factors. For example, many people do not even open accounts on various social networks like Facebook or Instagram due to risks like data security, trolling, or addiction. In addition, some may feel bored due to the constant sharing of posts they may not wish to participate in.

But on the other hand, non-adoption deals with losses. Social media will give valuable opportunities to reach friends or advance professionally as business networking shifts online. Still, the decision to stay cut out from such an interactive environment could have benefits, including preserving one’s peace of mind and protecting one’s privacy in the age of advertisement and aggressive targeted marketing. Many, if not all, experience adverse side effects from social networks, such as distractions, anxiety, or the need to create a beautiful picture of life that has little in common with reality.

The evaluation of the cost-benefit ratio in the introduction of new communication technologies remains a very subjective issue. In the opinion of some, what social media offers in terms of interpersonal contact and entertainment exceeds its negative aspects. On the other hand, some people consider advertising, the invasion of personal privacy, distractions, and even mental breakdowns to be excessive drawbacks to the advantages of social media platforms. Such an assessment has proved helpful for each person in determining whether this innovation is in line with their values and needs.